Purpose: Choosing your distribution channels can permit a firm to

Purpose: Choosing your distribution channels can permit a firm to reach an untapped segment of customers, or to extract more revenue from existing customers. Additionally, it can change the contribution margin per unit sold or increase the number of units sold depending on the complexity of the distribution path. This exercise will help you to think about the impacts of the channels of distribution (place) for a real firm. Importance: Provide your rationale for statements that you make in this assignment. The grading will be based on both the answer that you provide to the questions and the rationale for why you made that choice. Assignment: Read the following statement and answer each question fully. Provide your input by uploading a PowerPoint file with your answers. Make sure that I can identify which question you are answering with each point that you make. Problem Statement: Almost everyone is familiar with the company Starbucks and the offerings that it provides. Over time, Starbucks has changed its distribution channels in a bid to grow its business. You have been assigned to assess their existing channels and provide recommendations on a new channel. Points to Address: Utilize the framework provided in the Harvard Coursepack reading assigned and answer questions about a Starbucks existing channel for its products (5 points) Provide one example of a channel other than retail stores that Starbucks uses to get products to the end customers Identify the customer wants and needs served by the channel What does this channel do to the price of the items sold compared to other channels? Analyze Postures and Actions of the industry competition in the channel List at least one weakness of the channel and how could that be addressed? List one of Starbucks’ competitor’s channels (2 points) Make a recommendation for a new channel for Starbucks (8 points) Describe the channel What customer need does it meet? Describe the expected impact on Starbucks’ products price to the customer by using the channel Describe the firm resources or channel resources required to make the channel successful

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